Page 144 - AC/E Digital Culture Annual Report 2014

AC/E digital culture ANNUAL REPORT 20143. The new technologies before and after a performance3.1 The use of new technologies to create a communityThis is one of the most important and practical uses of the new technologies in venues used for the performing arts. The fundamental aim of the use of new technologies consists of enriching experience of the performing arts. Contact is not limited to “today, here and now”, but extends to the relationship with the theatre after the performance. The old aspiration of getting the spectator to become part of the artistic project is more feasible than ever thanks to the new information technologies.As shown in the diagram “Conceptual model of relationship development of a theater”, it is sought to build a habitual, lasting relationship, which brings the spectator in to share the future of the theatre. Amongst his or her fundamental tasks, the artistic director will build this relationship as one of the fundamental aims, as it forms a direct channel to the spectators or subscribers and lets them share in the principles that underlie the artistic project.Using social media a common-interest community can be formed, with a fundamental commercial, marketing objective. The idea is to loyalise a public that wants to keep informed, find out about the details of the staging before seeing it and even to talk to the actors or singers, as many of them are starting to acquire a presence in the social media. Facebook and Twitter are the most usual media,AC/Ewith the largest number of users. Almost all performing arts entities now subscribe to YouTube.As Esteban Trigos mentions in his article in this Annual Report “Cultural sector marketing and consumption through digital technology”, the new communication technologies present challenges such as the segmentation of the public and the creation of value-added applications that improveFOCUS 2014: THE USE OF NEW TECHNOLOGIES IN THE PERFORMING ARTS3.1 THE USE OF NEW TECHNOLOGIES TO CREATE A COMMUNITY CURRENT PAGE...Diagram “Conceptual model of relationship development of atheater” (Conway and Whitelock, 2003) mentioned in Social Media Marketing In Performing Art Centers, doctoral thesis submitted by Natalia V. Ryzhkova in the Graduate School at Rochester Institute of Technology (May 2010) https://ritdml.rit.edu/bitstream/handle/1850/12677/144